I’ve refrained from the iPad IFE debate for as long as I can. The question many people are asking at the moment is whether the iPad will replace existing integrated IFE (In-Flight Entertainment) systems as the entertainment platform of choice for cabin consumers. To me, it’s like suggesting iPods will put an end to in-car stereo systems. It’s not that it won’t happen; it shouldn’t happen.
What can the iPad do that a traditional laptop or netbook can’t do? This is the question I’ve asked countless iPad advocates, and it’s no surprise that they’re not able to offer an answer beyond noting the basic cosmetics and battery performance. Why then, all of a sudden, do we have people suggesting that the iPad is a serious IFE alternative when pads with more functionality (yet perhaps less sex appeal) have existed for years?
Ken Pascoe and I visited an Apple store on a recent layover in Los Angeles. I had every intention of considering a purchase (for non-aviation purposes) but left the store a little dizzy and in need of a hug. Disappointing isn’t the word.
Airlines have IFE systems integrated into their products because of weight related advantages, network capability and the rationalisation of software and content. They’re secure, easy to maintain, easily adaptable to new technology, and easy to use – and they meet the needs of the majority of users.
Are airlines supposed to carry 350-400 iPads (or even as many as 600 on the A380) for every passenger on board an aircraft? Where would they be stored? How would the portable device be handled in turbulence or an emergency? What control would flight and/or cabin crew have over the screen? How could each unit effectively be linked to a seat allocation? How would bandwidth and frequency architecture be managed? Would simultaneous use of multiple use put demand on the on-board power supplies? How easily could the units be tracked and collected? Would this additional workload impact upon the aircraft’s turnaround time/OTP? How would flight crew have control over the power supply of each unit?
In terms of network upgrades, how would a software path be executed globally on each unit? How would the content be propagated? Assuming content wasn’t stored locally, would their use put unrealistic demands on Wi-Fi bandwidth?
What would be the cost of having the units certified, and would this impact on the cost of consumer models?
How would mobile units be kept secure? Flight Global’s Runway Girl recently interviewed Rick Stuart, the Joint Managing Director of Bluebox, and asked how an airline would prevent passengers from “walking off with one”, to which Stuart replied, “well, you could employ people at the door”. He goes on to say that airlines could employ a device at the door of an aircraft that will identify if a unit is still in the possession of a user – not unlike those used by shopping centres. Is this really a plausible means of preventing theft? Will the additional security vacating an aircraft (like boarding wasn’t bad enough) impact upon the time it takes to turn around an aircraft? What powers would cabin crew have to ‘stop, search or detain’ people at the completion of a flight if they suspected theft? Bluebox are currently trialling a service with Airbus that will permit them to stream content directly to an iPad device, and they claim to have have a launch customer for the concept in coming months. I found it odd that Runway Girl suggested in her video blog that airlines might become mile-high sales people and sell the iPad alongside pretzels and peanuts. Really? Why don’t we sell galley ovens and GE engines at the time time?
How would the device be kept serviceable? They iPad is quite a flimsy device with a large screen that would easily scratch or damage – and users certainly can’t be held liable for damage done to devices when an airline has chosen not to integrate them (knowing full well the associated risks). Would users have to hold the 1.6lb device in their lap for as long as they’re using it? Would there be brackets, perhaps, to suspend the unit on a seat back? More infrastructure… more points of failure… more loose objects in the cabin… and more costs associated with providing the service.
One blogger wrote a post on the iPad and has gone so far as to encourage employees to write up a business proposal for their management recommending the use of the device as a resource on board the aircraft – citing cost savings. What cost savings? Flight crew already use laptops on board an aircraft for document storage, and use them to complete forms and other miscellaneous house-keeping that the iPad simply isn’t suited to. Flight crew require good multitasking, a full suite of products that are compatible with other airline resources, and users generally require a full and intuitive keyboard for speed and accuracy. This post was written by an aviation outsider so wouldn’t necessarily be taken seriously by anybody in the industry, but the blog does has enough influence that some readers may be silly enough to follow through with the ill-informed and premature recommendation.
One person's impression of the iPad
The iPad is a bloated version of the Apple iPhone. Its operating system is limiting as a pad, yet versatile and functional on a handheld mobile device. Google (and other manufacturers) are preparing to release their own products into the marketplace that will compete head on with the iPad. In the case of Google’s open-source Android system, it will be a true operating system that can be tailored for any application – mobile or otherwise – and its open-source code will permit fully functional multi-tasked applications to be run on a system that the airlines could themselves control. The Android system could well find its way into integrated IFE systems, driving down licensing costs and give airlines more control over their hosted content. It’s unlikely that Android will create the same level of buzz in aviation circles as the iPad has done, simply because Apple users are often blindly passionate about the use of their product despite numerous obstacles. This is evident in the way the superior Android mobile platform has failed to attract the same level of consumer awareness and sales as the iPhone.
Offering portable pad devices in-flight is certainly not a new idea… yet the iPad seems to be singularly responsible for the concepts renewed life. Portable devices such as digEplayers contain select movies and entertainment and are available for a small fee from cabin crew who keep a small number in their meal carts. KLM, Pacific Blue and Silkair are just a few carriers that have used the portable entertainment appliances on board their services.
I see sense in offering a pad-type device on board smaller general aviation (perhaps 5-20 passenger) aircraft when there simply aren’t any integrated solutions available. I’m almost certain that any general aviation operator that provided, say, an iPad, and noise-cancelling headset would invariably hold a product advantage over its competitors – and they’ll do untold good to their brand.
The Future of IFE
The removal of IFE from aircraft would save tons of weight and countless miles of wiring. It would reduce fuel requirements – effectively increasing the ability to load more freight and/or passengers, or perhaps give the aircraft increased range. Elimination would likely decrease aircraft acquisition costs which would in turn be reflected in a reduction of airfares. Airlines wouldn’t need to have IT IFE literate staff, and they could eliminate service contracts with IFE engineers. In a world where airlines recycle plastic cutlery and remove olives from salads to save money, the removal of IFE infrastructure clearly suggests a depreciation in costs – but I can’t see it happening. Despite many suggesting that IFE will be relegated to niche markets, I believe (hope?) that it will only be the lower cost carriers that continue to use portable devices.
Chief Information Officer (CIO) of Australian low cost carrier Jetstar, Stephen Tame, told ZDNet that he believes Apple’s iPad tablet “may end airlines providing in-flight movies and television to stave off boredom”. This statement was made the day after the San Francisco release and before he had even seen one for himself. For low cost carriers, any PED, not at all limited to the iPad, opens up endless pay-for-use entertainment options that weren’t previously cost viable.
Branding is about listening to customers and providing what they’re asking for, and not everybody is satisfied with using their own personal devices (assuming they actually own one). Integrated IFE is here to stay.
The future of IFE is not about the iPad. The future of IFE is about having a product and service on board the aircraft that will meet the broad technology needs of a wide range of users. Wi-Fi connectivity opens up endless possibilities to those on board an airliner, regardless of the end user’s PED, and certain entertainment content could still be delivered to any remote device.
Users of remote devices may one day log into aircraft IFE through Wi-Fi systems via, perhaps, a code printed on their boarding pass. This would allow crew to track user content and/or abuse and permit them to shut off access when required.
Those with iPads and other such devices may one day be able to access an on-board intranet with web based forms normally found on IFE systems (for ordering meals, drinks etc). Perhaps there could be content available from a mile-high server that would deliver newspapers and magazines… all easily browsed with suitable protection – and all sourced from a central location that would be updated via a single repository. Those lucky enough to have a USB port (no, not iPad users) could be given access to free downloadable content. Every passenger could effectively participate in a file-sharing LAN party. Wi-Fi opens up endless possibilities that will connect every user, regardless of whether they use their own device or one integrated with the aircraft.
Open source (Linux-kernel) operating systems such as Android are probably more suited as a longer term replacement for IFE management systems (such as Virgin’s RED system). They are easily patched, easily modified, would permit easy multitasking, they will play fully-featured next generation games (yes, even Flash – despite Apple calling the iPad “internet specific”, it won’t render a big part of today’s content. Fail), and the airlines themselves will have more direct control over how information is managed. Dealing with the evil-Apple could only ever be a nightmare from a licensing, maintenance, support, and cost point-of-view.
An option that we may see in the future for traditional IFE systems will be units integrated via a wireless protocol; effectively doing away with miles of cable and untold weight associated with wired products. Assuming that crew would retain direct control of the units, power would be readily available and sufficient bandwidth existed to deliver content – this is the most likely system we would see vendors develop in coming years. Boeing’s 787 IFE team opted for a wired product for reasons discussed on FlightGlobal.com.
Suggesting the iPad as a replacement as IFE, in my opinion, shouldn’t happen. I’m not saying its a great device, because it is, assuming of course that it has the required functionality you require.
The iPad in Private Aviation
Perhaps pad-type devices have a place in private aviation. Private pilots could easily use them to store manuals and other information that one often requires ready access to in flight. The nature of the private flying community means that there will always be a huge array of applications to choose from that will turn any pad device into a poor man’s FMC. They could easily function in a manner that would perform flight planning calculations, weight and balance, and perhaps deliver real-time weather in flight. The units could satisfactorily perform as IFE for passengers provided that appropriate headsets were provided.
iPads and other PDE’s on the Ground
Airlines are already moving toward using wireless PED devices for managing passengers, aircraft and freight on the ground. Perhaps the iPad, yet more likely a product running an open source operating system airlines could control, will have a future on the ground.
Your thoughts
I’m interested in your opinion on the issue. Do you see a future for aviation without integrated IFE? If you’re a pilot, do you see advantages in using the iPad on the flight deck as opposed to a more robust netbook? As a passenger, what do you prefer?
This blog was originally posted to flight.org on May 22nd, 2010.
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Marty has been involved with online application development for a number of years and has worked with large scale applications both as a coder and project manager. He is currently actively contributing to 7 blogs and maintains over 200 websites. 
Ken has been developing software solutions and managing IT projects for over 20 years. Ken has a computer science degree and, although his focus was previously on Windows based software, his focus is now on blogging and other online projects.